For years, river cruising has catered to a relatively narrow audience – something the industry has been steadily, and necessarily, working to change. AmaWaterways has helped lead that evolution, building its reputation on personalization and innovation. The line has worked to make river cruising feel more active, inclusive, and personal, with wellness hosts leading onboard fitness classes, bikes available for guests who want to explore on their own and excursions that cater to every pace and interest. They even host a dedicated celiac cruise, giving gluten-free travelers peace of mind and the freedom to fully enjoy the culinary side of their journey. That’s dedication.
Now, we’re turning the spotlight to a program that’s been quietly reshaping what river cruising can represent. AmaWaterways’ Soulful Experience sailings have been around for a few years, but they deserve more attention, not only for what they offer but for what they stand for. These itineraries celebrate the history, art and influence of the African and Black diaspora through culture-rich excursions, onboard performances and shared storytelling. And in a space that has often been slow to diversify, that feels important.
Building A More Inclusive Future
AmaWaterways’ Soulful Experiences are part of a larger effort to make river cruising more representative of the world that travels. It’s not about suggesting the category was closed off; it’s about expanding what it looks like, feels like and who feels seen in it.
“It takes a lot for a company to look inward and be honest about where change or improvements are needed,” said Jazzmine Douse, AmaWaterways’ Senior Director of National Accounts and the visionary behind the program. “The proposal, execution and support for this venture was a true testimony to AmaWaterways’ commitment to inclusivity, growth and community.”
Since its debut, the Soulful Experience collection has grown to include itineraries across Europe, Asia and South America.
Celebrating Culture On The River
AmaWaterways launched its first Soulful Experience sailing in 2023 with a ten-night Colors of Provence itinerary through France. Guests explored Black history and culture in Paris and Marseille, traced the footsteps of Josephine Baker and attended jazz concerts that turned evenings into celebrations.
For many travelers, the cruise was more than a vacation – it was connection. Texas mother and daughter Karen and Monique described it as “family from day one.” Monique recalled walking into the ship’s lounge and seeing strangers quickly become friends. “Everyone was so kind and supportive,” she said. “They showed me love.”
Evenings were filled with laughter, dancing and spontaneous Soul Train lines that transformed the ship’s lounge into a dance floor. One of the ship’s musicians, David, became a highlight for many guests. “He said it was the first time he’d ever performed for an entire ship of Black travelers,” Karen remembered. “We all cried.”
Music, Movement, and Meaning in Colombia
The Magic of Colombia itinerary captures the energy and spirit of the Soulful Experience in a new part of the world. Guests dance to live cumbia and vallenato, join a private Carnaval celebration, and visit Palenque – one of the first free Black towns in the Americas. It’s a journey that celebrates the rhythm of Colombia while honoring the history that shaped it.
A Culinary Celebration of Heritage
Earlier this year, AmaWaterways added another dimension to its Soulful Experience cruises through a partnership with James Beard Award-winning chef, restaurateur, author and Grammy Award-winning opera singer Alexander Smalls. His Juneteenth-inspired menu, served across all Soulful Experience sailings, draws from his Gullah Geechee heritage and Creole influences to tell a story through food.
Each course, from corn-based soups to sweet pickled shrimp, connects flavor to history, paying tribute to the resourcefulness and creativity that define African American cuisine. “Every dish carries a story, a piece of history, and the resilience of a people who transformed humble ingredients into a vibrant culinary legacy,” said Smalls.
It’s a perfect reflection of what these cruises aim to do: use travel as a way to honor heritage, spark conversation and celebrate culture.
A Journey That Feels Personal
The Soulful Experience cruises are about representation, but they’re also about belonging. They’re for travelers who want to see their stories reflected in the journeys they take, and for anyone who believes that travel can be both a celebration and a homecoming.
“These cruises celebrate the beauty and contributions of the African and Black diaspora, inviting travelers to connect through the flavors, music, and stories that shaped it,” said Douse.
Through these itineraries, and partnerships like the one with Alexander Smalls, AmaWaterways continues to show what’s possible when a travel company listens, learns and leads with heart.
